Founded in 2010 in Seoul, South Korea, THISISNEVERTHAT is a streetwear brand created by designers Cho Nadan, Park Inwook, and Choi Jonkyu. Drawing inspiration from a wide range of influences—including American street style, military aesthetics, and vintage sportswear—the brand crafts pieces that seamlessly blend functionality with thoughtful design.
THISISNEVERTHAT is known for its understated color palettes and clean silhouettes that redefine street fashion with a minimalist touch. The brand frequently collaborates with renowned names such as Nike, New Balance, and GORE-TEX, earning a devoted following among streetwear enthusiasts worldwide. From hoodies and jackets to pants and accessories, every piece embodies the brand’s philosophy of “finding the extraordinary in the ordinary.”